Sales Director, Small and Medium Business (SMB)

Westmihcc; Holland (MI); On-site; USD 140,000 - 210,000; Full time

Benefits offered by this job

20 Days PTO

Health benefits

401k match

Insurance coverage

Job summary

Haworth is seeking a Sales Director for SMB to build and lead a new program, piloting in select markets and scaling based on feedback from customers, dealers, and field sales teams.

The role requires balancing strategic leadership with hands‑on execution, leading field reps, and collaborating with Sales, Marketing, E‑commerce, Product, and Finance to drive revenue growth and profitability.

Qualifications

• Bachelor’s degree in Business, Sales, Marketing, Communications, Architecture, Interior Design, or a related field.
• 7 years of related sales, account development, business development, or commercial market experience with a bachelor’s degree, or 5 years with a master’s degree.
• 3 years of experience directly supervising sales professionals.
• Experience within commercial interiors, contract office furniture, architectural products, or a related dealer‑supported sales environment.
• Demonstrated success driving sales growth, developing pipeline, and achieving revenue or quota targets.
• Experience working within a dealer, distributor, or channel‑partner sales model.
• Experience using CRM and sales reporting tools to manage pipeline, forecasting, and performance.

Responsibilities

• Develop and lead Haworth’s SMB sales strategy, including structure, processes, resources, and go‑to‑market approach.
• Own SMB pipeline development, revenue performance, sales goal achievement, and program profitability across direct and dealer‑supported channels.
• Translate growth objectives into actionable sales strategies to increase market penetration and revenue.
• Establish, test, and refine an initial SMB pilot program using market feedback and data.
• Lead field sales representatives responsible for SMB opportunities within markets and dealer territories.
• Hire, coach, develop, and hold sales team members accountable for goals.
• Partner with dealer leadership and field sales teams to support shared customers and strengthen relationships.
• Build dealer relationships and adapt SMB approach to dealer capabilities and market dynamics.
• Collaborate with Sales, Marketing, E‑commerce, Product, Finance to align priorities and execute SMB strategy.
• Establish scalable sales processes, service levels, scripts, enablement resources, and operating rhythms.
• Develop sales forecasts, budgets, performance targets, and operating plans; monitor results and adjust strategy.
• Track and evaluate KPIs like pipeline growth, conversion, productivity, revenue attainment, channel performance, and profitability.
• Use CRM, reporting, and marketing automation to maintain pipeline visibility and data-informed decisions.
• Identify growth barriers and implement practical solutions.
• Represent the SMB program with internal leaders, dealer partners, and field teams.

Skills

Strategic leadership

Channel sales

Education

Bachelor’s degree in business or related field

Tools

CRM systems

Forecasting tools

Job description

Sales Director, Small and Medium Business (SMB)

We are currently looking for a Sales Director, Small and Medium Business (SMB) to join our team.

The Sales Director, Small and Medium Business (SMB) is responsible for building and leading Haworth’s strategy to grow revenue within the small and medium business market. This leader will define and develop a new SMB sales program, initially piloting the model within select markets and continuously adapting the approach based on customer, dealer, and field sales needs.

This role has responsibility for SMB sales strategy, pipeline development, revenue performance, and program profitability across direct and dealer-supported channels. The Director will lead field sales representatives and partner closely with Sales, Marketing, E-commerce, and dealer leadership to create a scalable and customer-focused approach.

The ideal candidate brings a strong commercial interiors sales background, understands how dealer networks operate, and is comfortable building something new. This person will need to balance strategic leadership with hands‑on execution, operate effectively when the path is not fully defined, and adjust the program as the business learns what works.

Essential Functions

• Develop and lead Haworth’s SMB sales strategy, including the structure, processes, resources, and go‑to‑market approach needed to build and scale the program.
• Own SMB pipeline development, revenue performance, sales goal achievement, and program profitability across direct and dealer‑supported channels.
• Translate company growth objectives into actionable sales strategies that increase market penetration and produce measurable revenue results.
• Establish, test, and refine an initial SMB pilot program, using market feedback, performance data, and partner input to guide future expansion.
• Lead field sales representatives responsible for developing SMB opportunities within designated markets and dealer territories.
• Hire, coach, develop, and hold sales team members accountable for individual and team goals.
• Partner with dealer leadership and existing field sales teams to create an approach that supports shared customers, strengthens channel relationships, and provides value to all parties.
• Build strong dealer relationships and adapt the SMB approach to account for differences in dealer capabilities, market dynamics, and customer needs.
• Collaborate with Sales, Marketing, E-commerce, Product, Finance, and other business partners to align priorities and execute the SMB strategy.
• Establish scalable sales processes, service‑level expectations, scripts, enablement resources, and operating rhythms that improve sales velocity and productivity.
• Develop sales forecasts, budgets, performance targets, and operating plans; monitor results and adjust strategy as needed.
• Track and evaluate key performance indicators, including pipeline growth, conversion, sales productivity, revenue attainment, channel performance, and profitability.
• Use CRM, reporting, and marketing automation platforms to maintain pipeline visibility and support data‑informed decision‑making.
• Identify barriers to growth, evaluate the underlying people, product, process, pricing, and channel considerations, and implement practical solutions.
• Represent the SMB program with internal leaders, dealer partners, and field sales teams, clearly communicating the strategy, progress, and business impact.
• Must be able to perform all essential job functions with/without accommodation.
• Uses office automation, communication, software, and tools used in Haworth office environment.
• Performs other duties within scope as assigned.

Required Qualifications

• Bachelor’s degree in Business, Sales, Marketing, Communications, Architecture, Interior Design, or a related field.
• 7 years of related sales, account development, business development, or commercial market experience with a bachelor’s degree, or 5 years of related experience with a master’s degree.
• 3 years of experience directly supervising sales professionals.
• Experience within commercial interiors, contract office furniture, architectural products, or a related dealer‑supported sales environment.
• Demonstrated success driving sales growth, developing pipeline, and achieving revenue or quota targets.
• Experience working within a dealer, distributor, or channel‑partner sales model.
• Experience using CRM and sales reporting tools to manage pipeline, forecasting, and performance.
• Ability to travel up to 50%.
• Current and continuing right to work in the United States without sponsorship.
• Education Equivalency: Associate's Degree plus 2 years related experience OR 4 years related experience if no post‑secondary education
• Military Equivalency at www.mynextmove.org/vets/find/military

Preferred Qualifications

• Haworth experience.
• Experience building or launching a new sales program, market, or go‑to‑market approach.
• Experience leading geographically dispersed or remote sales teams.
• Experience with financial management, including sales forecasting, budgeting, margin, and/or P&L responsibility.

Design your future with Haworth
Headquartered in Holland Michigan, Haworth is a family‑owned global powerhouse at the forefront of innovation and sustainable design in the workspace interiors industry. Here, you'll have access to state‑of‑the‑art resources, collaborate with cross‑functional teams of passionate innovators, and experience a blend of global reach with personal growth opportunities. Whether you're developing new manufacturing processes, implementing smart factory solutions, or designing tomorrow's workspace solutions, you'll be empowered to make a lasting impact while growing your career.

We believe in the power of collaboration and strive to create a culture where everyone feels valued, respected, and empowered to make a difference. Your hard work, dedication, and talent are the foundation of our success and enable us to build meaningful connections with our customers and each other.

At Haworth, members enjoy benefits from their first day of employment:

• 20 Days Paid Time Off: Plus, the option to buy up to 5 extra days.
• Health Benefits: Priority Health Medical options, Delta Dental, and Vision Insurance.
• 401k Match: Contribute 6% of your annual salary, and Haworth will match up to 7%.
• Insurance Coverage: Company‑provided Short‑Term Disability, Long‑Term Disability, and Life Insurance.

Additional Postings available from Haworth Inc.